THEM NOW! Nate Elliott, Lithium Board of Advisors @nate_elliott - - PowerPoint PPT Presentation
YOUR SOCIAL STRATEGY HAS GAPS CLOSE THEM NOW! Nate Elliott, Lithium Board of Advisors @nate_elliott Katy Keim, Lithium CMO @katykeim Brian French, Enterprise Account Executive @brianfrench01 Darren Jones, Post Office UK, Social Media
YOUR SOCIAL STRATEGY HAS GAPS… CLOSE THEM NOW!
Nate Elliott, Lithium Board of Advisors @nate_elliott Katy Keim, Lithium CMO @katykeim Brian French, Enterprise Account Executive @brianfrench01 Darren Jones, Post Office UK, Social Media Manager @darrenianjones
In the next 100 years, information won’t just be pushed out to people, it will be shared among the millions of connections people have
@lithiumtech @nate_elliott
The next hundred years will be very different for advertising, and it starts today.
@lithiumtech @nate_elliott
BUT SOCIAL NETWORKS AREN’T DELIVERING FOR BRANDS
Agree 45% Disagree or Uncertain 55%
“My Facebook Marketing Is Effective”
Source: Social Media Examiner 2015 Social Media Marketing Industry Report Base: 3,720 global marketers @nate_elliott @lithiumtech
AGENDA
@lithiumtech @nate_elliott
BRANDS PRIORITIZE ENGAGEMENT ABOVE ALL ELSE
Source: Ascend2 Social Media Marketing Trends Survey Summary Report, October 2013 Base: 294 respondents @nate_elliott @lithiumtech
IT’S NOT JUST A TACTIC -- IT’S HOW THEY MEASURE SUCCESS
Source: TrustRadius 2015 Social Media Marketing Trends Base: TK
4% 4% 19% 19% 23% 23% 24% 24% 32% 32% 56% 56% 61% 61% 80% 80% Other ther Bench Benchmar marking ng Agains gainst C t Compet etit itor
Cus ustom
er Satisfacti isfaction
Re Revenu venue Le Leads ads Websit ebsite e Traffic affic Audience udience (foll (followe wers, s, fans ans) En Engag gagem ement ent (lik ike, sh e, shar ares) es)
What are your three most important metrics for evaluating the success of your social media program?
@lithiumtech @nate_elliott
TO ACHIEVE THIS, BRANDS FOCUS ON BIG SOCIAL NETWORKS
Source: Social Media Examiner 2015 Social Media Marketing Industry Report Base: 3,720 global marketers
9% 9% 13% 13% 14% 14% 15% 15% 36% 36% 45% 45% 55% 55% 56% 56% 71% 71% 79% 79% 93% 93% So Social cial Boo Bookmar marking ing So Social cial Re Revie iew w Site Sites Com
munitie nities Slid Slidesh eshar are Ins Instagram tagram Pinterest interest Yo You Tu u Tube be Goog
e+ Link LinkedIn edIn Twitt witter er Face Faceboo book
Commonly Used Social Media Platforms
@nate_elliott @lithiumtech
BUT SOCIAL NETWORKS AREN’T DELIVERING ENGAGEMENT
Source: Forrester’s Q1 2014 US Top 50 Brands Social WebTrack and Forrester’s Q1 2015 US Top 50 Brands Social WebTrack Base: 11.8 million user interactions on 2,489 posts made by 249 branded profiles @lithiumtech @nate_elliott
AGENDA
@nate_elliott @lithiumtech
SOCIAL RELATIONSHIP TOOLS CAN OFFER MANY BENEFITS
@lithiumtech @nate_elliott
Hours per week
Source: Social Media Examiner 2015 Social Media Marketing Industry Report, Social Media Examiner 2013 Social Media Marketing Industry Report, and Social Media Examiner 2011 Social Media Marketing Industry Report Base: 3,720 global marketers (2015), 3,025 global marketers (2013), 3,342 global marketers (2011)
MOST TOOLS DON’T ACTUAL LY SAVE TIME 10.9 11.7 12.8
2011 2012 2013
Weekly Time Commitment for Social Media Marketing
@nate_elliott @lithiumtech
THEY DON’T MAKE BRANDS ANY MORE SUCCESSFUL
Source: Montetate Ecommerce Quarterly Report, Q3 2015
3.26 2.51 2.48 1.34
Direct Email Search Social
Conversion Rate Based on Traffic Source
% Conversion Rate
@lithiumtech @nate_elliott
Source: Facebook data, aggregated by Socialbakers and analyzed by Forrester Base: 5,000 Facebook brand pages with at least 500,000 fans each, studied in Q3 2015
Percentage of Large Facebook Pages THE RESULT: MOST BRANDS DON”T EVEN USE THESE TOOLS
67% Post exclusively through Facebook native tools 20% Post primarily through social relationship platforms 13% Post primarily through Facebook native tools
@nate_elliott @lithiumtech
AGENDA
@lithiumtech @nate_elliott
– It wastes time and effort – It breaks your scheduling tool – It breaks your measurement – It reduces security
both publish and respond
TOOLS MUST BOTH PUBLISH AND RESPOND
@nate_elliott @lithiumtech
– It takes hours to decide what to post and when – 12.8 hours per week, on average
and scheduling options
TOOLS MUST OFFER PROACTIVE ADVICE
@lithiumtech @nate_elliott
TOOLS MUST MEASURE, OPTIMIZE, AND SUCCEED
Tools must offer data on
not likes and shares
attribution + mix modeling tools
recommendations engine
CMOs Who Can Show the Impact of Social
@nate_elliott @lithiumtech
SOCIAL MARKETING IS TABLE STAKES…
It’s the digital equivalent of a store front
@lithiumtech @katykeim
DONE WELL, BRANDS GET BETTER ENGAGEMENT WITH CUSTOMERS
Customers engage with relevant, authentic, real-time content Leading to greater loyalty and more purchases
@lithiumtech @katykeim
SOCIAL MARKETING
…can make the best marketers feel like they are hamsters running on a wheel….
@katykeim @lithiumtech
ARE YOU DRIVING ENOUGH ENGAGEMENT? Social siloes Content strategy puzzle Hard to scale Insatiable demand for quality content and creative What content at what time to maximize engagement? Marketing campaigns coordinated with social response teams
@lithiumtech @katykeim
There is a better way.
@lithiumtech @katykeim
LITHIUM DIFFERENTIATORS
Our approach Results
Data-driven recommendations Simple at scale One customer experience Increase engagement by 25% Double your team efficiency Improve loyalty and lifetime value
@katykeim @lithiumtech
DATA-DRIVEN RECOMMENDATIONS
Social channelsPerfo formanc ance e data driv ives es constan ant imp mpro rovem ement ent with h machine ine lear arning ning
Data Science Layer
Lithium Reach
Recommendation engine Publishing front end
Exist isting ing conten ent and data ta inges ested ed into
form
Lithium Community@lithiumtech @katykeim
Q & A
Nate Elliott, Lithium Board of Advisors @nate_elliott Katy Keim, Lithium CMO @katykeim Brian French, Enterprise Account Executive @brianfrench01 Darren Jones, Post Office UK, Social Media Manager @darrenianjones
@lithiumtech
THANK YOU!
Be sure to…
@lithiumtech